Berlin Election 2023
How do political campaigns target voters?
Methodology
We coded over 90 German political advertisers during the 2023 Berlin election to better understand how campaigns use different targeting methods made available by Meta. To do this, we used data from the Meta Ad Library, using the new ‘Audience’ data which gives some detail on how pages target their ads.
To better understand the regional election, we kept only advertisers who:
- Advertised in the last 7 days (5th February - 11 February 2023)
- Advertised in the last 30 days (13 February - 11 February 2023)
Note: Meta only provides 7, 30 and 90 days windows for the targeting data in their Ad Library. Meta’s data also lags by a few days. We will update this report as soon as new data is available.
Topline Statistics
13 February - 11 February 2023 (Last 30 days)
| Number of Advertisers | Top Spenders | Number of Ads | Total Spend | |
|---|---|---|---|---|
SPD |
24 |
|
381 |
€100,705 |
FDP |
6 |
|
334 |
€36,988 |
Die Grünen |
13 |
|
308 |
€36,785 |
Die Linke |
17 |
|
290 |
€35,725 |
CDU |
18 |
|
255 |
€17,056 |
AfD |
4 |
|
76 |
€8,609 |
Volt Deutschland |
1 |
|
94 |
€5,780 |
ÖDP |
1 |
|
13 |
€2,792 |
Die Urbane. Eine HipHop Partei |
1 |
|
9 |
€1,721 |
Partei der Humanisten |
1 |
|
11 |
€1,272 |
Sozialistische Gleichheitspartei, Vierte Internationale |
1 |
|
15 |
€879 |
Klimaliste |
1 |
|
42 |
€604 |
Die Grauen – Für alle Generationen |
1 |
|
5 |
€501 |
Tierschutzpartei |
1 |
|
1 |
€500 |
Team Todenhöfer - Team Todenhöfer – Die Gerechtigkeitspartei |
1 |
|
2 |
€463 |
5th February - 11 February 2023 (Last 7 days)
| Number of Advertisers | Top Spenders | Number of Ads | Total Spend | |
|---|---|---|---|---|
SPD |
22 |
|
198 |
€41,997 |
Die Linke |
15 |
|
143 |
€21,348 |
Die Grünen |
11 |
|
204 |
€19,528 |
FDP |
6 |
|
152 |
€14,636 |
CDU |
17 |
|
143 |
€6,936 |
AfD |
4 |
|
38 |
€4,331 |
Volt Deutschland |
1 |
|
30 |
€1,887 |
ÖDP |
1 |
|
11 |
€1,290 |
Die Urbane. Eine HipHop Partei |
1 |
|
5 |
€887 |
Partei der Humanisten |
1 |
|
7 |
€712 |
Tierschutzpartei |
1 |
|
1 |
€500 |
Die Grauen – Für alle Generationen |
1 |
|
5 |
€452 |
Team Todenhöfer - Team Todenhöfer – Die Gerechtigkeitspartei |
1 |
|
2 |
€355 |
Klimaliste |
1 |
|
27 |
€175 |
Sozialistische Gleichheitspartei, Vierte Internationale |
1 |
|
3 |
€100 |
Spending per Targeting Criteria
How much did campaigns spend on different targeting methods?
13 February - 11 February 2023 (Last 30 days)
5th February - 11 February 2023 (Last 7 days)
Top Contested Audiences
Here, we show the top most contested audiences, i.e. where all parties have spent considerable amounts of money competing to reach voters with the same interests. Most (but not all) of these audiences are “interest” audiences, i.e. the parties targeted people interested in “Books” or “Politics”.